Birla Cellulose, which had recently launched Liva, hosted the Liva Partner Conclave 2015 in Jaipur in collaboration with the Garment Exporters Association of Rajasthan. “The focus was on the Liva Spring/Summer 2016 collection, which especially highlighted Indo-Western and ethnic garments,” a press release from Birla Cellulose informed. The collection on display which encompassed western, skirts, kurtis, palazzos, etc had a high ting of innovation, in-line with consumer trends forecast by international design consultants. Manohar Samuel, president, marketing & business development said, “We are pleased to associate with the Garment Exporters Association of Rajasthan for the Liva Partner Conclave 2015.” “Our vision of taking brand Liva to the consumer along with our brand associates and the Liva Accredited Partner Forum members has now reached greater heights with the inclusion of members of the association,” he added. Reputed domestic apparel brands attended the Conclave, where they interacted with leading garmenters & Liva Accredited Partner Forum members. Birla Cellulose had earlier in March 2015, launched the unique concept of ‘Liva Accredited Partner Forum’ (LAPF), of aggregated partners, which saw a continuation into this meet. LAPF is a community of spinners, fabricators, & processors who work closely with Birla Cellulose on innovation, quality and technology to deliver Liva fabrics to consumers. As part of the strategic program, partners in LAPF will use Liva and LAPF logos on the packaging and promotional materials which aim to improve visibility and convey assurance of quality across the value chain. “At the retail end, each piece of garment will have the distinguished Liva tag that assures consumers of all that the Liva brand stands for,” Birla Cellulose said. Birla Cellulose also foresees a huge potential demand for Liva from Indian traditional clothing in the domestic market and also from Indians living abroad. According to Birla Cellulose, Liva is expected to play a key role in producing excellent fabrics, in line with consumer tastes and demands. “It is an attempt to reach out to the end consumer with an innovative and quality offering, while keeping a focus on the entire value chain’s involvement to deliver,” the Aditya Birla Group company explained. In Spring/Summer 2015, Liva tagged garments were available with major retail brands, spread across 84 cities in India with visual merchandise in 500 stores to enhance the consumer experience. “The success of Liva is evident by the fact that consumers have looked for the Liva tag in garments and experienced the natural, fluid, fashion in large numbers,” the cellulose fibres producer observed.
